Article source: Medium 360
The marketing communications industry is in a period of great change. Big data, artificial intelligence, short video, consumer sovereignty, product-effect integration, etc., new technologies, new phenomena and new ideas emerge in an endless stream, and the marketing environment is becoming increasingly complex. In the new business ecology, traditional marketing methods and theories are failing, including media, brands, service providers, retailers and other parties in the marketing chain, all of which are struggling to explore new marketing methodologies.
Media 360 "Chuang + Think Tank", through interviews with the front-line practical executives of the marketing industry, integrates the ideas and wisdom of experts, and explores the way of "Chuang +" in 2018! This time, Media 360 interviewed Xiao Kun, vice president of Changrong Communication, asking him to talk about the trend judgment of 2018 and deeply analyze the industry puzzles, pain points and solutions.
Xiao Kun, Vice President of Changrong Communications
q: How do you see the hot spots and trends in 2018?
a: From the perspective of our own development as an advertising company, we feel that there are great growth opportunities in 2018. On the one hand, the customer development is very good, on the other hand, there are major events such as the World Cup in 2018, so there is a lot of room for overall development.
For example, Country Garden, from a real estate developer to a service provider with a better life, has carried out a comprehensive layout such as building a characteristic town, revitalizing the countryside plan, Phoenix Preferred Premium Direct Operation, Hotel, overseas real estate and so on. Another example is Dongfeng Motor Group, joint venture brands and independent brands have developed well, and the rapid layout of the intelligent car field and internationalization are about to be officially unveiled.
The expansion of customer business layout and the expansion into the global market have put forward more diversified requirements and higher requirements for brand marketing, and our services also need to have a high level of internationalization to quickly respond to these new changes. To this end, we adopt a platform model, requiring the service team to have the cross-border capability of the whole chain from the front end to the back end, integrate the rich strategic resources inside and outside, and realize the whole chain communication.
From the perspective of industry hotspots, we will pay attention to technologies such as VR, AI, big data, algorithms, and intelligent manufacturing, and new models such as new retail and sharing economy driven by consumption upgrades.
When it comes to big data, everyone may think more about bat mastering data sources. Big data is accumulation and deposition, how to extract the value of data, the technology and data, through professional strategies, applied to the brand communication and marketing of enterprises, is the core value of the agency company. After a long period of exploration and experimentation, we have accumulated a lot of experience in the market, industry, consumer insights, etc., and can also integrate different platform resources, objectively evaluate the advertising effect that the media platform can bring to the brand, etc., to help enterprises more effectively apply big data for communication and marketing, and accumulate brand equity.
q: What are the pain points and challenges of the industry? What's the solution?
a: Pain points and challenges mainly have the following four aspects:
1. The development of the Internet has reduced the technical barriers of advertising companies and made the connection between enterprises and media more convenient.
2, social media, self-media, everything is the media era, consumers are more dispersed, the spread is more fragmented.
3, the development of artificial intelligence, big data, so that the advertising company business model has changed.
4, the Internet giant large platform, ecological operation, the formation of a monopoly position, and constantly reduce the role of advertising agencies.
Recently, WPP stock fell 15 percent, the biggest drop in more than two decades, raising concerns about future expectations. Therefore, from the perspective of the whole industry, advertising companies do face many challenges, but this is also an opportunity for advertising companies with professional pursuits, which will improve their professional capabilities and new value positioning in response to changes faster in this environment, and form the core competitiveness of technology, creativity, service, execution and other aspects to achieve better development by improving their professional capabilities.
q: Can you share the innovative marketing models and cases you observed?
a: Three excellent cases are recommended here.
The first, Jingdong's "joy story: joy and herons", a heart-warming film, makes the image of joy, the mascot of Jingdong, become more three-dimensional and full than ever. This New Year film is a good output of the brand philosophy of the Jingdong platform, its shooting quality, the expression of the story are international methods, this is a new attempt at Jingdong joy ip marketing, through self-made IP, the formation of brand value segmentation, joy from a simple cartoon image to anthropomorphism, warm and lovely image is accepted and loved by more people, so as to continuously for Jingdong users, and even a wider group of people, forming an emotional and value level of attraction, but also reflects the direction of brand internationalization.
Second, NetEase Cloud Music's subway marketing case last year was also good, collecting some more poignant texts from netizens, which attracted the attention and resonance of many people. Because the subway in this city carries too many people's dreams and hopes, but they are so tired and lonely, so the heartfelt music reviews come into view, or find a little empathy, or capture a little comfort, far more than those emotionless copywriting can poke people's hearts.
The third, Country Garden Dog Year Spring Festival public service advertisement "Spring Festival Home, Return hometown" to create a different festival marketing, advertising creativity is good, the shooting is also very sophisticated, telling a story about "nostalgia", encouraging people who return to their hometown to return to their hometown, full of positive energy. As soon as the short film was launched, it was forwarded and strongly supported by the People's Daily. In just two hours, the Weibo topic #Spring Festival home to do something for hometown # Topic read more than 10 million, straight to the top of the Weibo social list of topics, triggering heated discussion among netizens!
Q: What do you hope to promote with Media 360?
a: We hope to fully cooperate with the industry media, including Media 360, on the one hand, to do what we can for the development of the industry, on the other hand, we also hope to use industry media to promote our business growth, and work together to create more benchmark cases.